e.l.f. Mineral Line Discontinued
You may have noticed that many of the current sale items on the e.l.f. website are from the Mineral line and it appears like there’s a reason for that. While the company has NOT officially come out and said as much, as far as I can tell, I believe the Mineral line is in the process of being discontinued. It would also explain why the site was streamlined at the beginning of the year.
While most of the Mineral line is currently listed under the Sale category, some of the products have been moved to the Studio line. More specifically, the loose mineral and most of the stick products are on the chopping block, while many of the pressed mineral products are safe. Most upsetting is the loss of the e.l.f. Mineral Eyeshadows, one of the company’s best products (my review here).
The following is a list of former Mineral line products that have been relocated to the Studio line:
- e.l.f. Studio Pressed Mineral Blush (e.l.f. Mineral Pressed Mineral Blush; my review here)
- e.l.f. Studio Mineral Pearls (a better name than e.l.f. Mineral Mineral Pearls; my review here)
- e.l.f. Studio Pressed Mineral Bronzer (e.l.f. Mineral Pressed Mineral Bronzer)
- e.l.f. Studio Eye Liner (e.l.f. Mineral Eye Liner)
- e.l.f. Studio Eyeshadow Primer (e.l.f. Mineral Eyeshadow Primer)
- e.l.f. Studio Mineral Lipstick (e.l.f. Mineral Mineral Lipstick; my review here)
I’m of several minds with losing the Mineral line. While I’m disappointed to see products like the e.l.f. Mineral Eyeshadows, Lip Glosses, and Pressed Mineral Powder leave (why did they release the powder then discontinue it less than half a year later?), I’ve only ever bought a fraction of the Mineral line products. I never tried the loose blushes, concealers, powders, or much of the stick products. Maybe if I had I would be more upset. Also, many of the Mineral line items weren’t true mineral products anyway (e.g., Lip Glosses, Moisturizing Lip Tints, and pressed powder products).
In the old e.l.f. days, the Essential line was $1, most of the Studio line was $3, and the Mineral line’s pricing was all over the place. With the removal of the Mineral line and the price increase for almost all of the Essential line to $2—including the staple Super Glossy Lip Shine—I suspect e.l.f. also intends to phase out the bulk of the Essential line within the next couple of years. I’ve noticed that the site no longer groups items by product line, but instead by product type. I’ll point out the e.l.f. has drastically reduced the amount of available Essential products over the past year.
In the long run, I don’t have any issues with e.l.f. abandoning the Essential line either, if indeed that’s the direction the company is headed (and that’s pure speculation on my part). As I’ve said multiple times, most of the dollar line is/was terrible. I would rather pay a dollar or two more for a good product than score a terrible product for a dollar. Take the mascaras, for example. The Essential Volumizing Mascara for $2 is passable but not anything particularly special, while the Studio Mineral INFUSED, Lash Extending, and 3-in-1 mascaras for $3 are leaps and bounds better. For a dollar more you can have some of the best vegan mascaras on the market.
If there are any Mineral line products you absolutely love or haven’t tried yet, now’s the time to head over to e.l.f. and grab what you can. Unfortunately, sale items are excluded from most promotions, but occasionally e.l.f. will have a specific promo you can use just for them.
So, how do you feel about the loss of the Mineral line? Be sure to let me know in the comments below!